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How we work with publishers


We build the robots, so you don't have to...

United Robots offers Content-as-a-Service, which means we build the robots and send the automatically generated content they produce straight to your CMS, sites or apps.

Many other content automation suppliers just give you a login to a self-service interface and leave you on your own with a lot of work on your hands. That's not really automation, is it?

How our Content-as-a-Service model saves you the heavy lifting:

Our Content-as-a-Service features

Taking care of data
We take care of research, collection, and structuring, securing the best data available for your needs.

Personal onboarding
We implement unique text options in the robot, according to your newsroom guidelines and preferences.

Streamlined integration
We lead the implementation process, including integration and delivery into your content system/CMS.

24/7 support and maintenance
We take full responsibility for maintenance, securing accurate and reliable delivery at all times.

Continuous improvement
We collect input from newsrooms and readers, and work toward enhanced content services and newsroom tools.

Success support and problem solving
Your personal success manager helps you solve problems and maximise the business and journalism effects you can achieve through news automation.

The United Robots launch sequence

We have a clear launch sequence, to get publishers up and running with the automated content. A member of our delivery team will support and follow you all the way from project scope until the content is live on your site, at which point you're handed over to one of our customer success managers.


How the robot texts become your own

United Robots guarantees that the texts you receive for publication will be unique to you. We do this in two ways:

1. You set the rules of your newsroom style guide
As part of the content service set-up, the publisher can provide the United Robots delivery team with feedback on the automated texts against certain items in the newsroom style guide.

2. How the text engine works
Our NLG text engine randomly generates tens of thousands of possible combinations of sentences – or more, depending on the number of data points involved / lengths of articles. On top of this it is set to not repeat any given combinations, so that the same text is never sent to more than one publisher.

What our clients say about us


Ard Boer, Sports Project Manager at NDC, who combine robot journalism and crowdsourcing to cover 60,000 regional football matches.

“What United Robots deliver is unique. Not only do they provide very good automated content, they also thoroughly understand the needs of our newsroom and the business of journalism. That means they are a fully fledged partner to us as a news publisher, and as such they are quick and proactive.”


Anna-Karin Tilleby, Project Manager Content Development at NTM, who has a strategy for doubling the number of digital subscribers where robots in the newsroom are part of the solution.

“What I appreciate most is the close collaboration with United Robots. Together, we come up with solutions that make the content both better and more readable.”


Anders Sjölin, Editor-in-Chief and responsible publisher at Smålänningen within Bonnier News Local.

"United Robots are solution-oriented and have a great understanding of our reader business. Hence, the end customer of the automated text is thought of already in the development stage.”


Jan Stian Vold, Project Lead at Bergens Tidende (part of Schibsted) in Norway, who publish our automated real estate content to drive subscription sales:

“It’s been fantastic to work with developers who are just as keen to drive innovation as I am. With projects like these, there’s always a risk that you launch and leave, but the United Robots team continues to walk that extra mile."


Mads Ommundsen, Project Lead at Fædrelandsvennen (Polaris Media Group) in Norway, who publishes automated real estate articles, with the goal of the content paying for itself through subscription sales and increased article views.

"I have a very positive impression of United Robots as a supplier. We've only needed four weeks to launch the service on our site. I feel safe in the knowledge that this positive partnership means we'll be able to make this service even better going forward."


United Robots AB, Djäknegatan 9
211 35 Malmö

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